Marketing Planning and Application of Health Care Products and Skin Care Products: an Example in Era of COVID-19 Epidemicsitle

Abstract

At the beginning of 2021, the Covid-19 epidemic became a pandemic around the world. In 2022, Taiwan entered the post-epidemic era. Taiwanese people went to drugstores to buy many healthcare products that can improve physical strength and immunity. In this study, we select three distinctive products from the drugstore products that consumers like to buy to compile a marketing plan. The research methods used in this study include Taiwanese cosmeceutical product market analysis, best and next best submarket analysis, and market competitor analysis. This study result provides several marketing financial budget sheets and shows that the execution time of the plan is six months. In the analysis of income surplus, the profit rate of each planned cosmeceutical product is about 27−30%, which is in line with the company's desired revenue amount.